4 Answers
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Indirectly, you can convince organisations/companies/universities to switch to Ubuntu by citing the benefits that they will get from free and open source software (FOSS). This way, if these organisations/companies/universities opt for the Canonical Support services, Canonical will get more profits!

Other than support services, you can buy accessories and software (including Ubuntu CD/DVDs) as well from the Canonical Store in general.

You can buy merchandise on Canonical Store, there are a lot of good things. I bought some pens, the A5 notebook, and some Ubuntu CDs. Now I'm waiting for Oneiric release for buying CDs with the new beautiful Polo Shirt!

And surely, you can help Canonical spreading Ubuntu, this is the greatest contribuite, specially in business.

You can purchase any mp3 music you buy through the Ubuntu One Music Store (accessible via Rhythmbox in ubuntu-10.04 & 10.10 and Banshee in ubuntu-11.04 & 11.10) and/or the Amazon MP3 Store (accessible via Banshee in ubuntu-11.04 & 11.10).

You can contribute directly to the ubuntu project. Help is needed in translating materials, creating wikis, developing & writing manuals for how to do things (e.g., I just read one on how to use Ubuntu Software Center), basic sorting of bugs, and so forth. There are many ways to help out even if you don't know how to code.